sensational new Delrich E-Z Color Pak Margarine
ends mixing bowl mess.”
--- Bob Martin
Lincoln, Me. (DG)—
If you’re a sports fan,
you’re most likely aware of bitter rivalries between 2 teams or individuals.
During radio’s golden age, there was a nasty rivalry that made the
Yankees-Red Sox rivalry look like a gathering among friends.
The bitter rivals I’m referring to are butter and margarine.
During the 1930’s and 1940’s,
there was no love lost between the companies who sold butter and the companies
who sold margarine. There were
numerous political issues and controversy surrounding the butter/margarine feud.
Since I’m neutral on this matter, I won’t go into detail about what
both sides tried to do to each other and how it affected the consumer.
What I will talk about, however, concerns how butter and margarine were
sold in grocery stores during this time.
Butter was sold in its familiar golden yellow color, while
margarine was sold in white. With
the legalities of that time, margarine wasn’t permitted to look like butter---
meaning, no golden yellow color. If
the housewife insisted on margarine, she bought it in its white content.
Once she took the margarine home, the housewife plunked the contents from
the margarine box into a mixing bowl, added yellow food coloring, and stirred it
together. The margarine was golden
yellow, but it was also messy work in making it that way.
The hassle and mess of coloring margarine was wonderful news for the
butter companies. However, that
smug feeling ended in 1947.
The Cudahy Packing Company,
the same outfit who made the famous Old Dutch Cleanser,
came up with a clever and foolproof method of coloring its Delrich
Margarine. The listeners
heard announcer Bob Martin talk about it on Mutual’s NICK CARTER, MASTER
DETECTIVE program. If
you’re wondering, this clever method was known as the “E-Z Color Pak.”
In every box of Delrich was a plastic bag
that contained the white margarine. Sharing
the bag with the margarine was a small orange berry containing the food
coloring. Once the bag was removed
from the carton, the housewife began by pinching the orange berry until the food
coloring was flowing. When this was
done, the housewife gently kneaded the bag.
While this was being done, the white margarine was quickly converted into
golden yellow margarine without streaking and uneven coloring.
When the coloring was completed, the housewife placed the bag back into
the Delrich carton. Finally,
the carton was put into the refrigerator or icebox to chill.
After it had an opportunity to chill, golden yellow Delrich
was ready to use or serve.
Delrich’s E-Z Color Pak was simple to
color; didn’t take much time; and didn’t need a mixing bowl. The plastic bag also protected the margarine from dust, dirt,
and other unpleasant forms of gunk in the air.
It kept the bad stuff out, while sealing in the fresh, sweet taste that
made Delrich a popular brand with the whole family.
Eventually, the restrictions concerning margarine were
lessened in some states. The
housewife could buy Delrich and other margarine brands with a
golden yellow color. For those
states where nothing had changed, they could still buy Delrich
with its E-Z Color Pack.
The creation of the Delrich E-Z Color Pak
wasn’t very good news for the butter companies--- and there wasn’t much they
could do about it. The Cudahy Packing Company successfully got
around the coloring of margarine without the mess and hassle.
To make matters worse for the butter companies, it was Delrich,
“America’s Finest Margarine.”
In conclusion, the Cudahy Packing Company
proved “when there’s a will, there’s a way.” It proved very successful not only for Delrich,
but for margarine in general.